Network Organization and Systems Competition: A Marketing Analysis. (December 2014)

• Record Type: Journal Article
• Authors: Achrol, Ravi S.; Gundlach, Gregory T.
• Is Part Of: Antitrust bulletin. Volume 59:Number 4(2014)
• Page Start: 743
• Page End: 768
• Publication Date: 2014-12
• Subjects: networks -- network organization -- systems competition -- marketing -- distribution -- vertical marketing systems -- business ecosystems; Antitrust law -- United States -- Periodicals; Restraint of trade -- United States -- Periodicals; 343.73072105
• DOI: 10.1177/0003603X1405900403
• Languages: English
• ISSNs: 0003-603X

Abstract

Network organization and systems competition challenge competition policy and antitrust law. Networks can be powerful engines of marketing and innovation, but they can also function in ways that raise competition questions and antitrust concerns. Drawing on the marketing literature, the authors explain the nature and competitive behavior of firms operating in and competing through networks. Key questions for understanding and analyzing marketing networks in competition policy and antitrust law are discussed. The article adds marketing insights to the growing dialogue on network forms of business organization and systems competition. It also demonstrates the benefits of including knowledge from marketing and related disciplines in competition policy and antitrust analysis.